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CM 380 Compliance and Health

Persuasion Lectures
by

Patrice Oppliger

on 3 June 2015

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Transcript of CM 380 Compliance and Health

Compliance Gaining
Goals: short term/long term
Level of intimacy: personal/impersonal
Levels of power: superior/subordinate
Brainstorm different ways to gain compliance in the following situations:

1. Get your teenage daughter to do her homework.
2. Get your boss to give you a raise.
3. Get your significant other to have dinner with your family.
4. Get a classmate to lend you his or her notes.
Exercise
Primary Goals:
gaining compliance
(getting what you want)
Secondary Goals:
Organize Strategies into a Taxonomy:
Promise
Threat
Rational
Emotional
Pre-giving/Debt
Self-feeling (you will feel better about yourself)
Esteem (others will feel better about you)
Manipulation (deception/passive aggressive)
Health Communication
Framing: positively + benefits
negatively - costs
Combines theory and practice
Combines interpersonal and mass comm

Study of Health Comm
How likely are you to use the following strategies:
Threats: 1 = not at all 2 3 4 5 = extremely likely
Methodology:
Social Scientific: closed ended questions/quantitative
Humanistic: open ended questions/qualitative
Describe the tactics you would use:
consider the consequences of using specific strategies to gain compliance
Arousal
: desire to avoid conflict
Resources
: maintain relationships
Interaction
(external): create a good impression
Identity
(internal): maintain personal morals
"Patient noncompliance is the most significant problem facing medicine today" (Burgoon, Birk, & Hall)
62% - don't take prescribed drugs
50% - don't keep medical appointments
92% - don't make lifestyle changes
Keller & Lehman article:
Designing Effective Health Communications (p. 118-119)
Argument Strength:
strong (only high involvement)
weak

Source Credibility:
known (less likely for high involvement)
unknown

Consequences: physical (health)
social (image)

Referencing: effect on self

others (friends/family)
How you see yourself
How others see you
Risk losing benefits or alienating someone you care about
Don't want to "rock the boat"
(Choose your battles)
Compliance Gaining in
*Growing field
(interpersonal persuasion)
Secondary Goals when choosing compliance gaining strategies:
Identity
Interaction
Resources
Arousal
Promise
Not at all likely 1 2 3 4 5 Very likely

Threat
Not at all likely 1 2 3 4 5 Very likely

Rational
Not at all likely 1 2 3 4 5 Very likely

Emotional
Not at all likely 1 2 3 4 5 Very likely

1. Get your teenage daughter to do her homework.
Promise
Not at all likely 1 2 3 4 5 Very likely

Threat
Not at all likely 1 2 3 4 5 Very likely

Rational
Not at all likely 1 2 3 4 5 Very likely

Emotional
Not at all likely 1 2 3 4 5 Very likely
2. Get your boss to give you a raise.
Note influence of:
Describe the tactics you would use to gain compliance:
Describe the tactics you would use to gain compliance:
Rate the following:
Rate the following:
Number of Exposures: single
multiple
Arguments: One-sided (reinforcement, less involved)
Two-sided (initially opposed,
may increase source credibility)
Vividness:
specific cases
abstract arguments: population estimates

Individual Characteristics
women tend to have higher intentions
age positively correlates with intentions
minorities tend to be less influenced by health communication
Full transcript